Dive Brief:
- Mobile will make up the majority (52.4%) of digital ad spend this year, according to eMarketer’s revised forecasts, surpassing desktop for the first time.
- Display will account for more than half (51.1%) of the $30.5 billion in mobile spending forecast for 2015, while search will account for 44.7%.
- Mobile advertising’s 16.6% share of total ad spend has also passed print, which saw its share decline1.5% from 2014 to comprise only 15.8% of ad dollars.
Dive Insight:
Mobile continues to march toward media dominance this year, passing desktop’s share of ad dollars sooner than expected. eMarketer revised its 2015 estimates upward, forecasting that mobile spend will grow 59% this year to reach $30.5 billion, or 52.4% of all digital ad spending. And not only are more digital dollars shifting to mobile, eMarketer analysts say. Money is also coming in from the traditional media and new, local advertisers and small businesses eager to take advantage of the proximity targeting only mobile provides.
Mobile’s share of all ad dollars will also surpass print this year, eMarketer says. Print will garner 15.8% of the total ad market in 2015, while mobile will take 16.6%. While print is in a prolonged, slow decline, television won’t cede its commanding share of ad dollars until 2017, when digital is expected to grow to 37.0% of ad spending edging out TV’s 36.3% for the top spot.
